Since 2013 is coming to an end, car makers operating in India are employing strategies to attract buyers for clearing piled-up inventory. It is a known fact that customers refrain from purchasing new cars in the last month of the year. This is because only after a month, the model year changes, which automatically reduces the resale value of a car. Firms in the country are offering discounts and lucrative deals to customers. In the past, there have been some interesting schemes offered by firms but none have been as unique as the one being given by Ford. According to sources, American automobile giant Ford has launched a new offer, wherein it is going to offer benefits to customers who book vehicles till midnight of 5th December. This is an unexpected ploy by Ford, a company that has been doing well due to the EcoSport compact Sports Utility Vehicles (SUVs).
Called the 'Midnight Surprise' scheme by Ford, this offer will be available on selected models, which include Figo, Classic, Fiesta and Endeavour. Notably, this scheme was provided to customers by the firm in 2012 as well. The official website of the firm, describing this spectacle, says, “1 day left for the most exciting 16 hours ever. Book a Ford on 5th December for assured gifts worth up to Rs. 3.5 crore.” According to sources, the company is going out of its way to make this campaign a success and maximise sales. It is being said that all dealerships of the firm across the country are going to be decorated in the 'Midnight Surprise' theme, something that will surely attract buyers. The auto maker has also made this offer popular on social networking portals in order to gain as much mileage as possible.
All interested customers can go to dealerships in order to acquire more details. Benefits of up to Rs. 58000 and Rs. 69000 will be available on Figo hatchback and Classic compact sedan, respectively. As far as Fiesta and Endeavour models are concerned, Ford is offering a scheme through which customers can avail privileges worth up to Rs. 150000 and Rs. 187000, respectively. It is also being said that people who book cars on 5th December are also going to be eligible for gifts, such as LED TVs, refrigerators, microwave ovens and washing machines.
Ford India communicated its intent regarding Midnight Surprise in a statement, saying, "The initiative is conceptualized to enable auto enthusiasts to visit the showrooms at their convenience.” Joginder Singh, Managing Director and President at Ford India, spoke about this occasion, saying that the firm would be looking to repeat the popularity it gained last year through this initiative. "The Midnight Surprise campaign is our way of reinventing the car purchasing experience. We have been encouraged by the enthusiastic response received year after year to this unique campaign. This December we have enhanced the campaign to ensure more benefits and enable more customers across the country to experience our products," he was quoted as saying.
Interestingly, the American automobile manufacturer has left out EcoSport out of this line-up. Many industry experts feel that this is an intelligent ploy by the company and it will help in increasing sales of other models. EcoSport, on its part, has been one of the best selling cars of 2013, helping its manufacturer to stay afloat amidst poor conditions. According to statistics, Ford India sold around 7909 units in the domestic market, a figure that had a major contribution from EcoSport utility vehicle. Sources claim that Ford would be looking to develop on the momentum built by sales of EcoSport and further launch more models.
